While there is a time and a place for traditional marketing methods, the way of the future is definitely to focus on digital marketing. One of the biggest recent trends with digital marketing is influencer marketing.
An online influencer is someone that has online influence. This may be through a blog or through social media. Making use of an online influencer is an amazing way to reach a bigger audience, to increase your sales and to build your credibility.
Here are some tips on how to use influencer marketing to grow your business:
How To Find Influencers
You may already have your eye on a few online influencers in your niche, but if you don’t have anyone in mind to work with and you don’t know where to start the best thing may be to find an online platform that connects influencers with brands.
One big advantage of using an online platform like this is that all the information that you need is right at your fingertips to compare how many followers each influencer has on each platform, the reach of each influencer, the niche of each influencer and many much more important information to choose the influencer best matched with your needs.
It is vital that you find an influencer that has the exact audience that you are trying to reach, otherwise your campaign will be a complete waste of time.
It will be well worth your time spending some researching who you are wanting to target and comparing your target audience with the audience of any influencer you are interested in working with.
There is going to be no point in marketing a maternity clothing range to an influencer that has a teenage following. You will get the best return on investment by finding influencers with your exact target market.
Influencing With Integrity
It is important to find an influencer that stands up for what they believe in and to ensure that your company vision is in line with the influencer’s beliefs.
You don’t want to work with influencers that will say anything just to get a quick buck. It is much better to work with someone that well and truly clicks with you, your brand and your products.
Big vs Small Influencers
You may think that the really big influencers have the most clout, and while you may get a lot of exposure using such an influencer for one campaign the investment will be condsiderable.
A series of smaller campaigns with micro influencers may be a much better long term strategy for growing your business at a much smaller cost per influencer.
Followers vs Engagement
It is our first instinct to look at the amount of followers an influencer has on social media and assume that this means you will get a great response advertising with that influencer. It is so easy to be impressed with a large following.
Firstly look at the amount of followers in relation to the amount of people that influencer is following. A very popular tactic to gain followers is to follow others in the hopes that they follow back or to join groups that offer follows for follows.
If an influencer follows more people or has close to the same amount of followers chances are that many of the followers are not in fact interested in the content the influencer shares.
A much better way of evaluating an influencer’s true reach is to look at the engagement that they get on social media. It is so much better to have a smaller following an engaged audience than to have a large base of followers that do not engage.
Make sure to not only look at the number of likes and comments on posts, but to read the comments. You need to evaluate the engagement for a qualitative perspective too to ensure that the comments are not superficial. You want to work with an influencer that has an audience that is really interested and engaged.
It is important to note that micro-influencers have a very specific audience and very often their audience is highly engaged, making them a wonderful investment.
Evaluate Influencer Campaigns
As with any aspect of marketing for your business it is essential to regularly assess all of your marketing efforts, including your influencer campaigns. Before you start working with any influencer ensure that they are prepared to supply the relevant reporting that you need to assess the how successful each campaign has been.
Over time you will be able to see which influencers are a very good fit for your brand and which influencers are not working for you. You can then start to work with some influencers on a regular basis to reach your business growth goals.